• Advertising is the impersonal controlled communication process, which uses mass media to publicize products, services, ideas or institutions. It is the transmission of information, impersonal and remunerated, carried out through the mass media through paid advertisements, whose message is controlled by the advertiser, with a specific purpose that, immediately or not, tries to stimulate the demand for a product or to changing the opinion or behavior of the consumer.

• Advertising is a communication tool that values and makes visible products and services, differentiating them from the competition.

• The most important elements of advertising are the sender (advertiser or advertising agency), message (advertisement), receiver (customers, buyers) and the channel (the means of communication through the advertising message is transmitted).

• Advertising is constantly evolving and you have to reinvent the messages to reach the receiver and convince him for the purchase action. In advertising it is important to choose well what the benefit is, since in campaigns you try to reach the unique selling proposal (USSP).

• Other primary factor is the choice of media for the advertising campaign. We can distinguish between medium and support. Advertising media are the channels used for mass communication. The main ones are newspapers, magazines, radio, television, outdoor advertising (the so-called above the line advertising); while direct marketing, advertising instead of sale, Internet, etc. are the means below the line.

• When we talk about support, we mean the different options that an advertiser has to advertise in each of the media that exist. That is, we can say that the medium is television and support is the spot; While the radio would be the medium, the advertising wedge would be the support.